Ottawa Public Health
Vision testing campaign.
A public health awareness campaign aimed at reducing childhood blindness in Ontario.
7,000 children in Ontario go blind in one eye due to an undiagnosed stigma that is easily fixed—if detected early. Early detection and prevention is simple for the child and cost effective for the health system.
The communication leads within the Ottawa Public Health Department hired Accurate to put together a public campaign. We identified the audience, wrote key messages with a call-to-action, and created a suite of products. Intriguing copy, coupled with original photography and graphics, underpinned the campaign.
The main product was a print piece that was given to all children in senior kindergarten to take home. The printed piece directs parents to a landing page. Back-end analytics on the landing page shows how many people typed in the URL to learn more.
Using the same call-to-action, we created four social media shareables. The landing page also shows how many people came via Facebook or Twitter.
The results were exactly what the Ottawa Public Health Department were seeking – high public engagement with the online assets. Due to the campaign’s success, four other Ontario Municipalities are now using the campaign materials.
Scope of services provided:
- Consultation
- Writing and planning
- Design and development: print and web
- Casting
- Photography
